JD Sports has come beneath fireplace for posting an advert exhibiting motorcyclists carrying trainers – footwear deemed unsuitable for driving a motorcycle.

The promoting watchdog has obtained greater than 40 complaints concerning the advert for Nike Air Max 95s, which additionally options stunts similar to wheelies.

Motorcycle teams criticised JD Sports for selling “inappropriate” footwear and “irresponsible” driving.

The firm defended its advert and mentioned it takes well being and security very significantly.

The sportswear retailer posted the advert on Facebook on 4 March.

It options OneWheelWavey, a biker who regularly performs stunts at international occasions, in addition to different riders on bikes and quad bikes.

A disclaimer on the backside of the video states: “Stunts performed by professionals – do not try at home.”

However, JD Sports turned off feedback on the submit after damaging feedback rapidly flooded in.

One Facebook consumer wrote: “This is disgusting!! Nike JD Sports you need to take this down. So many youngsters think it’s ok to ride in trainers and tech pants it’s soooo not!! Do the right thing and take it down!!”

Another wrote: “Literally promoting EVERYTHING that gives bikers a bad name. No gear, no ankle protection, wheelies…”

Industry our bodies have additionally chimed in with their considerations concerning the content material of the advert, accusing JD Sports of selling irresponsible behaviour – particularly amongst youthful riders.

Paul Morgan from the British Motorcyclists Federation mentioned: “Proper motorcycle boots with reinforced features, that provide adequate protection to the foot and ankle of the rider, are crucial to minimise injuries in the case of accidents.

“Casual footwear and trainers are totally inappropriate for driving bikes and are more likely to shred or slip off within the occasion of an accident inflicting vital damage to the rider.”

Tony Campbell, chief executive of the Motorcycle Industry Association, said: “It is tough to understand how an organisation like JD Sports can get this so incorrect on many ranges.”

As properly as exhibiting unsafe footwear, “to advertise anti-social and irresponsible driving in an effort to promote extra trainers is once more fairly unbelievable,” he mentioned.

“The business has some clear self-imposed promoting tips the place any type of irresponsible driving depicting velocity, wheelies, stoppies or burnouts is a strict no no.

“For JD Sports to promote and glamorise this to young people is irresponsible.”

The Advertising Standards Authority mentioned it was at the moment reviewing the complaints, however had thus far not initiated a proper investigation into the matter.

JD Sports informed the BBC the advert was filmed with professionally skilled riders on each personal land in addition to indoors.

“This followed our health and safety team conducting a rigorous risk assessment that was shared with the riders, to ensure maximum safety,” the corporate mentioned.

“We take health and safety very seriously across all aspects of our business.”

The BBC has contacted Nike for remark.